The Irish Horse Board was awarded the contract for promotion and marketing of the Irish sport horse industry by the Department of Agriculture. The contract objective is to:
“To promote and market Irish Sport Horse Industry, Irish Equestrianism, Irish-bred horses, Irish breeders and producers, to protect, enhance and build the reputation of the sport horse industry and equestrianism, to increase national and international exposure of the Irish Sport Horse Industry”.
Supported and funded by DAFM under the National Marketing Services, we proudly promote Irish equestrianism, breeders, and sport horses on both national and international stages, enhancing the reputation and economic growth of the industry.
Marketing & Promotion
The IHB agreed a number of goals with DAFM, and actions for the delivery of the plan, these include:
Raise the profile of the Irish horse and improve brand awareness by promoting Irish horses nationally and internationally.
A Press Office is developed to promote the success of the Irish horse Industry, Irish equestrian success, Irish horses, Irish breeders, and producers through regional, national and international press and media channels.
Attendance at events in Ireland to promote the Irish Horse industry.
Attendance at International events: High profile attendance with IHB trade stand in key markets at high profile events, to increase brand awareness of the Irish horse and promote forthcoming sales. The international strategy allows the connection with potential new and existing customers for Irish horses and also allows for feedback from customers.
The Irish Horse Board website provides updates on Irish equestrian sport success, Irish-bred horse success, International results in Showjumping, Eventing and Dressage for the last 10 days, sales information and other equestrian news.
IHB engage with approved studbooks representatives, sales companies, breeders, breed organisations, event organisers and other stakeholders, Ireland to assist in marketing their breeds and events through the IHB website and social media.
IHB Social Media platforms, Facebook and Instagram to provide ongoing updates on Irish equestrian participation and success, as it happens.
Promotional video ‘Ireland, the Land of the Horse’ showcasing Ireland, its uniqueness as a land to breed and produce sport horses developed and is played on the IHB promotional stand and as advertising at International events and receptions.
Engage with auction/sales providers to provide effective supports to public auction
Ongoing engagement with public auction sales; Goresbridge, Cavan, Monart, Mullingar and Mayo Roscommon, with information on their sales displayed on IHB trade stands.
Promotion of upcoming sales at overseas events attended.
Sales platform developed for IHB website in conjunction with public auction sales to provide sales information and links to performance videos of young horses consigned to autumn sales.
Provide an effective direct route to market for breeders & provide supports to breeders to enhance their own marketing skills and strategy
Provision of regional marketing training seminars for breeders, producers and stakeholders.
Provision of International Promotion and Marketing Conference, attended by over 180 delegates held in November in 2023. Expert international panel of industry professionals shared their knowledge and insights to help businesses and individuals achieve their full marketing potential.
Provision of video days to enable breeders and producers to obtain professional videos of their horses for sale.
Provide supports to the Equestrian Community, Studbooks & Stakeholders
Liaise with studbooks and sales companies and provide assistance with promotion materials and the international promotion of sales.
Promote Irish breeds and increase awareness at international events.
Marketing training provision to breeders, producers and stakeholders
Video and social media marketing to showcase Irish horses to potential overseas customer.
Strategic advertising nationally and internationally.
Work with other state organisations.
IHB engaged with Fáilte Ireland and Tourism Ireland in developing ‘Ireland, Land of the Horse’ video and work is ongoing to exploit the potential of Ireland as an attractive equine tourism destination.
The IHB teamed up with Enterprise Ireland first in 2023 to host a Global Equine Trade delegation on the IHB trade stand, where business was conducted and overseas links with potential customers were developed. The relation with EI is ongoing.
The IHB liaise with government agencies and representatives overseas which can assist in opening up new potential customers.
